Hi Nick,
the key to your question is the bit about ASE Runtime is not sold. It is not a priced item. it is only a delivered bundle component of something else that is priced / sold.
Go to Market folks defined what should be included in the Runtime (db + 7 options). Production, Test, and Standby (CP,DT,SF license types) are also in the mix. As specified by GTM, this would mean if a customer were to provision all 3 license types they would have needed to generate 24 different license keys (3 X 8). So we figured out how to combine the db and the 7 options in a single license key file, so customer only needs to generate 3 license keys to provision the ASE bits of this bundle in the 3 different environments. The Rep Server bits are separate license keys.
So the options are not paid for, they are just included in every case. Any additional options or db licenses would be separately purchased. Also remember, ASE Runtime is contracted to only be used under the application the runtime was included with. So it will be very common for customers to have multiple ASE / ASE option entitlements for other db uses.